Whoever thinks up an idea is as creative as whoever has the vision to approve it.
Building a brand from scratch is a unique opportunity. Inelro, the country's leading manufacturer of commercial refrigeration, trusted us with the challenge of building Kültek, its new appliance brand (fridges, freezers, air conditioning and more). A brand that had to find its place in a market of very strong historic players, where differentiation is genuinely scarce. With an extra challenge: open imports had flooded the market with new brands and products (mostly from China), making differentiation even harder.
After a lot of thinking, we landed on this: what would make Kültek different wouldn't only be its products, but how the consumer identified with the proposition and how represented they felt by the spirit of the brand.